Deck 2: Developing Successful Marketing and Organizational Strategies

Question 1

Which of the following statements regarding Ben & Jerry's is most accurate?

A)Ben & Jerry's is owned by Unilever,the market leader in the global ice cream industry.
B)Ben & Jerry's is a privately owned ice cream producer.
C)Ben & Jerry's prides itself on offering more ice cream flavors than its competitors.
D)Ben and Jerry are not real people; the names were a clever reference to Tom and Jerry cartoon characters in order to capitalize on childhood nostalgia.
E)Ben & Jerry's has only been in business for twenty years and is already the industry leader in premium ice cream.

Answer 1

A

Question 2

Ben & Jerry's is founded on and dedicated to a sustainable corporate concept of linked prosperity.Its mission consists of three interrelated parts: Ben & Jerry's social mission is to operate the company in a way that actively recognizes the central role that business plays in society by

A)promoting the quality concept through its commitment to making the finest ice cream.
B)giving its stakeholders the greatest possible input into company marketing decisions.
C)generating enough revenue to be a completely nonprofit organization.
D)donating 10% of its net profits to local charitable causes and an additional 5% to support producers that practice sustainable farming.
E)initiating innovative ways to improve the quality of life locally,nationally and internationally.

Answer 2

E

Question 3

In keeping with its business mission,Ben & Jerry's has

A)created a children's TV program with cat and mouse cartoon characters "Ben" and "Jerry" to teach them about the importance of good nutrition.
B)offered to buy out any failing family-owned ice cream parlor and turn it into a ScoopShop franchise.
C)invested in research to create genetically engineered cows that will produce more hypoallergenic milk.
D)donated free ice cream coupons to all children who get good grades in school.
E)created "Goodbye Yellow Brickle Road" ice cream in partnership with Sir Elton John to help his worldwide AIDS Foundation.

Answer 3

E

Question 4

In keeping with its business mission,Ben & Jerry's

A)opened new franchises exclusively in pre-built structures in order to save natural resources.
B)invested in research to create genetically engineered cows that will produce more hypoallergenic milk.
C)believed that "people should get their fair share of the pie" and as a result practices Fair Trade-certified sourcing.
D)limited its advertising to online media to prevent paper waste and save the rainforests from deforestation.
E)will package its next line of bulk ice cream in glass containers that not only keep the ice cream colder but are recyclable as well.

Question 5

Ben & Jerry's is founded on and dedicated to a sustainable corporate concept of linked prosperity.Its mission consists of three interrelated parts: Ben & Jerry's economic mission is to operate the company

A)with the goal of generating enough revenue to be a completely nonprofit organization.
B)on a sustainable financial basis of profitable growth,increasing value for our stakeholders and expanding opportunities for development and career growth for our employees.
C)with the goal of making profits for selected charitable organizations such as Fair Trade.
D)with the goal of increasing market share not only in ice cream sales but also in its retail clothing and accessories merchandise lines.
E)with the goal of expanding into international markets by developing sustainable dairies for developing nations.

Question 6

In marketing,an organization refers to

A)a legal entity of people who share a common mission.
B)a group of people united through contractual or corporate ownership.
C)a legal entity engaged in business activities solely with the intent of making a profit.
D)a legal entity engaged in business activities solely with the intent of serving its employees without the intent of making a profit.
E)a privately owned entity that serves its customers to earn a profit so that it can survive.

Question 7

Ben & Jerry's is founded on and dedicated to a sustainable corporate concept of linked prosperity.Its mission consists of three interrelated parts: Ben & Jerry's product mission is to make,distribute,and sell the finest quality all natural ice cream and euphoric concoctions with

A)milk obtained exclusively from large nationally certified dairies that use bovine growth hormone.
B)the intent of making modest profits without sacrificing high product quality standards.
C)ingredients that are all completely organic and are available only in Vermont to ensure freshness and contribute to the local economy.
D)a commitment to incorporating wholesome,natural ingredients and promoting business practices that respect the earth and the environment.
E)ingredients that come exclusively from developed countries promoting Fair Trade practices.

Question 8

A nonprofit organization is

A)a nongovernmental organization that serves its customers but does not have profit as an organizational goal.
B)a legal entity engaged in business activities solely with the intent of serving its employees without the intent of making a profit.
C)a publicly owned organization that serves the general population.
D)a group of people united through contractual or corporate ownership.
E)a privately owned organization that serves its customers to earn a profit so that it can survive.

Question 9

A business firm refers to

A)a subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers.
B)a legal entity engaged in business activities solely with the intent of serving its employees without the intent of making a profit.
C)a privately owned organization that serves its customers to earn a profit so that it can survive.
D)a group of people united through contractual or corporate ownership.
E)a publicly owned organization that serves the general population.

Question 10

A(n) __________ is a product,service,or idea that creates value for both the organization and its customers by satisfying their needs and wants.

A)organization
B)business firm
C)nonprofit
D)offering
E)industry

Question 11

Today's organizations can be divided into two groups,which are

A)companies and cooperatives.
B)corporations and interests.
C)business firms and nonprofit organizations.
D)employees and customers.
E)public and private.

Question 12

__________ is(are)the reward to a business firm for the risk it undertakes in marketing its offerings.

A)Shareholders' equity
B)Profit
C)Assets
D)Contribution margin
E)Goodwill

Question 13

In marketing,an offering refers to

A)the formal designation of a publicly-traded stock for a specific product,service or idea.
B)a form of currency used by buyer and seller to minimize the tax burden for both parties.
C)a product,service,or idea that creates value for both the organization and its customers by satisfying their needs and wants.
D)the manufacturer's suggested retail price of a product or service to the general public or the wholesale price to distributors and retailers.
E)the service suppliers and distributors provide to help manufacturers bring a product to market.

Question 14

A(n) __________ is a legal entity of people who share a common mission.

A)department
B)organization
C)SBU
D)industry
E)market

Question 15

A __________ is a nongovernmental organization that serves its customers but does not have profit as an organizational goal.

A)business firm
B)subchapter S corporation
C)service agency
D)cooperative
E)nonprofit organization

Question 16

A nongovernmental organization that serves its customers but does not have profit as an organizational goal is referred to as a

A)business firm.
B)nonprofit organization.
C)subchapter S corporation.
D)cooperative.
E)social service agency.

Question 17

Profit refers to

A)the point at which a company's assets equal its liabilities plus shareholder equity.
B)the difference between the list and final price of a product or service.
C)the money earned when the economic order quantity is minimized.
D)the money left over after a business firm's total expenses are subtracted from its total revenues.
E)the total amount of revenue accrued through product sales or service distribution.

Question 18

In keeping with its business mission,Ben & Jerry's has

A)opened new Benjamin and Jerald's franchises that provide nut- and dairy-free alternatives for those with intolerance or allergy issues.
B)created social entrepreneurship programs to help nonprofit organizations give jobs to at-risk youth.
C)invested in research to create genetically engineered cows that will produce more hypoallergenic milk.
D)limited its advertising to nonprint media.
E)packaged its next line of bulk ice cream in glass containers that not only keep the ice cream colder,but are recyclable as well.

Question 19

A(n) __________ is a privately owned organization that serves its customers to earn a profit so that it can survive.

A)agency
B)business firm
C)institution
D)nonprofit organization
E)entity

Question 20

In keeping with its business mission,Ben & Jerry's

A)created a children's TV program with cat and mouse cartoon characters "Ben" and "Jerry" to teach about the importance of good nutrition and Fair Trade sustainable business practices.
B)offered to buy out any failing family-owned ice cream parlor and turn it into a ScoopShop franchise.
C)invested in research to create genetically engineered cows that will produce more hypoallergenic milk.
D)committed to buying its milk and cream from a dairy cooperative that guarantees the supplies are bovine growth hormone free.
E)donated free ice cream coupons to all children who get good grades in school.

Question 21

An industry refers to

A)organizations that develop similar offerings.
B)organizations who manufacture identical products to meet ISO 9000 specifications.
C)companies that are active in the production of materials that are used in finished products.
D)a group of people or firms united through strategic alliances.
E)the economic activity concerned with the selling of finished products to wholesalers and retailers.

Question 22

According to the textbook,all of the following terms can be used interchangeably to refer to entities that engage in business and nonprofit operations EXCEPT:

A)an organization.
B)a company.
C)a firm.
D)a corporation.
E)an enterprise.

Question 23

Large organizations are extremely complex,and usually consist of __________ organizational levels whose strategies are linked to marketing.

A)two
B)three
C)five
D)six
E)seven or more

Question 24

Organizations that develop similar offerings,when grouped together,create a(n)

A)conglomerate.
B)merger.
C)industry.
D)sector.
E)monopoly.

Question 25

In recent years,many large firms have changed the title of the head of marketing from vice president of marketing to

A)chief executive officer.
B)corporate marketing official.
C)coordinating marketing officer.
D)chief marketing officer.
E)corporate marketing executive.

Question 26

SightLife works to solve which societal problem?

A)It provides new college graduates as teachers in urban and rural public schools in the U.S.
B)It works to end corneal blindness worldwide by finding cornea donors and creating tissue banks.
C)It provides education and small business loans to women in impoverished areas so that they can help themselves.
D)It offers free rehabilitation services for injured U.S.veterans returning from overseas conflict.
E)It offers tax credits to small businesses that make charitable donations in their communities.

Question 27

Which of the following is NOT
an example of an industry?

A)the computer industry
B)the automobile industry
C)the landscaping industry
D)the government industry
E)the publishing industry

Question 28

Hand in Hand International works to solve which societal problem?

A)It provides new college graduates as teachers in urban and rural public schools in the U.S.
B)It works to end corneal blindness worldwide by finding cornea donors and creating tissue banks.
C)It provides education and small business loans to women in impoverished areas so that they can help themselves.
D)It offers free rehabilitation services for injured U.S.veterans returning from overseas conflict.
E)It offers tax credits to small businesses that make charitable donations in their communities.

Question 29

Which statement best describes the most significant difference between a business firm and a nonprofit organization?

A)Business firms operate with larger budgets than nonprofits.
B)Nonprofit organizations do not carry on economic activities while business firms do.
C)Nonprofit organizations are concerned with social issues and business firms are not.
D)Both serve customers,but business firms seek a profit while nonprofit organizations do not.
E)Nonprofit organizations are publicly owned and business firms are privately owned.

Question 30

An example of a nonprofit organization is

A)the Food and Drug Administration.
B)CVS Pharmacies.
C)medical technology company Medtronic Inc.
D)pharmaceutical company Pfizer Inc.
E)the American Red Cross.

Question 31

The term used to identify an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals is referred to as a __________.

A)marketing strategy
B)policy
C)strategy
D)plan
E)tactic

Question 32

Which of the following statements about strategy is most accurate?

A)An organization can be all things to all people because it has access to all the resources it needs to discover and satisfy the needs and wants of its target markets.
B)The marketing department helps to both set an organization's direction and move it there.
C)The American Marketing Association (AMA)recently has established the definition of strategy.
D)Strategy is an organization's short-term course of action designed to deliver a specific customer experience while achieving its internal standards.
E)Only start-up organizations must develop strategies to help them (1)raise capital and (2)focus and direct their efforts to accomplish their goals.

Question 33

Strategy refers to

A)an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals.
B)an organization's corporate tactical or action plan.
C)statements of an accomplishment of a task to be achieved by a certain time.
D)a statement of the organization's function in society,often identifying its customers,markets,product,and technologies.
E)a road map for the entire organization for a specified future period of time,such as one or five years.

Question 34

A strategic business unit (SBU)refers to

A)a single product or service identification code used to identify items for strategic marketing planning purposes.
B)a small number of people from different departments in an organization who are mutually accountable to accomplish a task or common set of performance goals.
C)a strategic product that has a unique brand,size,or price.
D)a privately owned franchise under the auspices of a larger group or organization bearing the same name.
E)a subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers.

Question 35

Social entrepreneurs like Teach for America and SightLife are usually structured as __________ rather than business firms.

A)business agencies
B)nonprofit organizations
C)subchapter S corporations
D)cooperatives
E)social service agencies

Question 36

Social entrepreneurs are usually structured as __________.

A)business firms
B)subchapter S corporations
C)nonprofit organizations
D)governmental agencies
E)501 (c)3 for profit organizations

Question 37

__________ applies innovative approaches to organize,create,and manage a venture to solve the practical needs of society and is usually structured as a nonprofit organization.

A)Corporate welfare
B)A social entrepreneur
C)Sustainable development
D)Cause marketing
E)Societal capitalism

Question 38

The strategic business unit level

A)works most directly with the organization's target customers.
B)directs the overall strategy for the organization.
C)is most likely to change substantially over time.
D)provides more end-user analysis in order to design more customer-directed products.
E)is the level at which managers set a more specific strategic direction for their businesses to exploit value-creating opportunities.

Question 39

The level at which managers set a more specific strategic direction for their businesses to exploit value-creating opportunities is referred to as the

A)marketing department level.
B)strategic business unit level.
C)corporate level.
D)functional level.
E)board of directors level.

Question 40

A subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

A)strategic business unit.
B)strategic industry level.
C)private corporation.
D)product grouping.
E)marketing department.

Question 41

People in the finance and the human resources departments traditionally operate at what organizational level?

A)corporate level
B)top management level
C)strategic business unit level
D)functional level
E)stakeholder level

Question 42

Today's visionary organization uses three key elements: (1)__________; (2)set a direction; and (3)formulate strategies.

A)set financial goals
B)specify its foundation
C)establish detailed marketing tactics
D)assign job responsibilities
E)establish an organizational chart

Question 43

A key role of the marketing department is to "look outward." This is accomplished by

A)allocating financial resources across strategic business units.
B)communicating the vision of the marketing department forcefully enough to be incorporated into the overall mission of the company.
C)forming cross-functional teams to help solve the organization's marketing problems.
D)implement new accounting methods passed by Congress.
E)listening to customers,developing and producing offerings,and implementing marketing program activities.

Question 44

Today's visionary organization uses three key elements: (1)specify its foundation; (2)set a direction; and (3)__________.

A)set financial goals
B)assign job responsibilities
C)formulate strategies
D)establish production parameters
E)establish detailed marketing tactics

Question 45

Which of the following statements regarding an organization's strategic business unit level is most accurate?

A)The strategic business unit level is the level that works most directly with an organization's targeted customers.
B)The overall strategy for the organization is directed at the strategic business unit level.
C)In the most complex organizations,the corporate level and the strategic business unit level may merge.
D)More end-user analysis is provided at the strategic business unit level than at the functional level.
E)The strategic direction is more specific at the strategic business unit level than at the corporate level.

Question 46

In general,a visionary organization asks what three types of questions to specify its foundation,set a direction,and formulate strategies?

A)why,when,where
B)what,by whom,how
C)how,when,where
D)why,what,how
E)who,why,when

Question 47

Which of the following statements regarding organizational foundation is most accurate?

A)An organizational foundation specifies its goals.
B)An organizational foundation defines the business that it is in.
C)An organization's foundation empowers stakeholders to have a voice in the strategic marketing process.
D)An organization's foundation is its philosophical reason for being-why it exists.
E)An organization's foundation is the company,its product,and its customers.

Question 48

When developing marketing programs for new offerings,marketing may provide staff to serve as part of a(n)__________,which consists of a small number of people from different departments who are mutually accountable to accomplish a task or a common set of performance goals.

A)cross-functional team
B)department
C)strategic business unit
D)organization
E)business consortium

Question 49

The functional level in an organization is where

A)groups of specialists actually create value for the organization.
B)employees perform assigned tasks without actually having input into the decision making process.
C)all financial outlays are made.
D)all company hiring and firing occurs.
E)the marketing department makes all decisions regarding which product benefits will be promoted during a promotional campaign.

Question 50

Today's visionary organization uses three key elements: (1)specify its foundation; (2)__________; and (3)formulate strategies.

A)set a direction
B)establish detailed marketing tactics
C)assign job responsibilities
D)set financial goals
E)establish an organizational chart

Question 51

IBM regularly creates what it calls global action teams,which take people from functional groups and bring them together to work on large client projects.These global action teams are a type of

A)innovation group.
B)business consortium.
C)tactical group.
D)SWOT team.
E)cross-functional team.

Question 52

Each strategic business unit has marketing and other specialized activities (e.g.,finance,manufacturing,or research and development)at the __________ level,where groups of specialists actually create value for the organization.

A)strategic
B)corporate
C)functional
D)business unit
E)compartmental

Question 53

Successful organizations must be visionary,which includes the ability to

A)develop strategies based on those that were successful in the past.
B)be backward-looking,examining the past carefully to learn from mistakes.
C)anticipate future events and respond quickly and effectively.
D)hire the most culturally diverse team possible in order to generate the best new ideas.
E)involve all stakeholders of the organization when defining its business mission.

Question 54

At the functional level,the organization's strategic direction becomes

A)much more manageable since its offerings have been finalized.
B)the most specific and most focused in terms of implementing the company's goals.
C)broader since for less complex firms,the corporate and functional levels may merge.
D)more general to avoid the "not invented here syndrome" that could result in missed opportunities.
E)the sole responsibility of the CEO.

Question 55

Cross-functional teams refer to

A)members of an organization who have been trained in multiple disciplines so they can easily move from one job to another as needed.
B)situations where two departments within the same company have opposing views about how a product should be developed and managed.
C)departments within an organization that carry out multiple functions due to financial constraints within the company.
D)a small number of people from different departments in an organization who are mutually accountable to accomplish a task or a common set of performance goals.
E)departments within an organization who manage the same product with distinctly different marketing programs to reach different target markets.

Question 56

Groups of a small number of people from different departments in an organization who are mutually accountable to accomplish a task or a common set of performance goals are referred to as

A)designated teams.
B)strategic business units.
C)cross-functional teams.
D)business committees.
E)venture squads.

Question 57

On the northern tip of Goose Island in the Chicago River sits the William Wrigley Jr.Company's Global Innovation Center.Here,Wrigley creates new products using a joint effort by some 250 full-time food scientists,researchers,and marketers.The people who work in this center are most likely members of

A)innovation squads.
B)a business consortium.
C)multiple strategic directional teams.
D)strategic evaluation teams.
E)cross-functional teams.

Question 58

At the functional level,the marketing department

A)solicits talent from all levels of the organization for strategic corporate planning sessions.
B)promotes its goals to the organization's stakeholders.
C)looks outward,in part by listening to customers.
D)develops the corporate culture.
E)defines the overall strategic direction of the organization.

Question 59

Which of the following statements would most likely be heard at the functional level of an organization?

A)"We need to divest our Canadian operations that are performing poorly."
B)"How large a budget can we allot to the marketing department?"
C)"We plan to buy implement a Facebook advertising initiative within 90 days."
D)"We should hire the most culturally diverse cross-functional team possible in order to generate the best new-product ideas."
E)"What are the projected sales figures for the next five years?"

Question 60

Specialized functions such as marketing and finance are generally referred to as __________.

A)teams
B)groups
C)divisions
D)departments
E)business units

Question 61

An organization's mission refers to

A)the target goal it sets for current profits based on enacting a comprehensive strategic plan.
B)the target objective it projects for future market share based on enacting a comprehensive strategic plan.
C)the fundamental,passionate,and enduring principles that guide its conduct over time.
D)specific strategies and tactics that will be used to counteract any advantages of competitors.
E)a statement of the organization's functions in society that identifies its customers,markets,products,and technologies.

Question 62

A mission statement should be

A)short-term.
B)inspirational.
C)fact-based.
D)complex.
E)permanent.

Question 63

The terms __________ and a mission statement are often used interchangeably.

A)idea
B)objective
C)vision
D)goal
E)protocol

Question 64

All of the following are examples of stakeholders EXCEPT:

A)government.
B)competitors.
C)shareholders.
D)suppliers.
E)customer.

Question 65

An organization's foundation includes which of these?

A)core values
B)business definition
C)goals
D)strategic levels
E)offerings

Question 66

Which of the following statements regarding stakeholders is most accurate?

A)Employees are typically not classified as a stakeholder group because they are internal to the organization.
B)There are only three types of stakeholders: customers,suppliers,and distributors.
C)All stakeholders are internal to the organization.
D)Stakeholders are a varied group; all are in some way affected by how well a company performs.
E)Stakeholders are only those that have an ownership stake in an organization.

Question 67

A firm's __________ are timeless,capturing its heart and soul,and serve to inspire and motivate its stakeholders.

A)core values
B)strategic goals
C)offerings
D)corporate culture
E)corporate ethos

Question 68

An organization's foundation includes all of the following EXCEPT:

A)organizational culture.
B)business definition.
C)vision.
D)core values.
E)mission.

Question 69

The fundamental,passionate,and enduring principles of an organization that guide its conduct over time are referred to as its __________.

A)core values
B)strategic goals
C)vision
D)corporate culture
E)corporate ethos

Question 70

"To contribute to human welfare by application of biomedical engineering in the research,design,manufacture,and sale of instruments or appliances that alleviate pain,restore health,and extend life" is Medtronic's __________.

A)core value proposition
B)corporate culture
C)functional goal
D)sustainability doctrine
E)mission statement

Question 71

According to Mark Zuckerberg,founder and CEO of Facebook,"We have a saying: 'Move fast and break things.' The idea is that if you never break anything,you're probably not moving fast enough." Moving fast to build more things and learn faster is one of Facebook's

A)sustainability doctrines.
B)goals and objectives.
C)core values.
D)moral imperatives.
E)functional strategy.

Question 72

A mission statement includes all of the following elements EXCEPT:

A)short-term.
B)inspirational.
C)clear.
D)meaningful.
E)concise.

Question 73

By understanding its business,an organization can take steps to define its __________,a statement of the organization's functions in society that identifies its customers,markets,products,and technologies.

A)core benefit proposition
B)doctrine
C)philosophy
D)mission
E)code of ethics

Question 74

The term that includes the employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers is

A)stakeholders.
B)stockholders.
C)competitors.
D)target audience.
E)organizational society.

Question 75

Core values refer to

A)the cultural ethos of an organization.
B)proprietary values of a firm.
C)written mission statements that express an organization's goals and objectives.
D)the personal moral and ethical codes of a firm's stakeholders.
E)the fundamental,passionate,and enduring principles that guide an organization's conduct over time.

Question 76

Often used interchangeably with "vision," a(n)__________ frequently has a meaningful theme and a long-term orientation.

A)point of difference
B)mission statement
C)business definition
D)core value proposition
E)marketing plan

Question 77

An organization's core values are most effective when communicated to and supported by

A)competitors.
B)top management and employees.
C)suppliers.
D)resellers.
E)government regulators.

Question 78

Which of the following statements regarding an organization's core values is most accurate?

A)Core values are developed by cross-functional teams for all levels of an organization.
B)Core values are important to the founders but rarely motivate a firm's stakeholders.
C)Core values change as an organization's offerings change.
D)Core values guide the organization's conduct.
E)Core values cannot be separated from the financial realities of an organization.

Question 79

An organization's __________ are the fundamental,passionate,and enduring principles that guide its conduct over time.

A)goals
B)culture
C)strategies
D)core values
E)mission statements

Question 80

The Ben & Jerry's website states "Central to the mission of Ben & Jerry's is the belief that all three parts [product mission,economic mission,social mission] must thrive equally in a manner that commands deep respect for individuals in and outside the company and supports the communities of which they are a part." This statement reflects Ben & Jerry's

A)sustainability doctrine.
B)goals and objectives.
C)core values.
D)moral distinctives.
E)functional strategy.